Sportradar has integrated real-time sports data and betting content into its advertising paid social marketing service, allowing video ads to pull data and update in real time. This enables operators to generate ads that change based on market movements and live sports odds.
Ads that can generate messages based on real-time data are expected to provide greater opportunities for personalization, engagement and relevance with paid social advertising, with video ads initially set to be available on Meta platforms including Instagram and Facebook. The videos will use Sportradar’s proprietary AI marketing technology to do this.
Casinos and jackpot games could also take advantage of this technology, hoping to achieve similar results. Because the technology can create highly targeted social media ads, Sportradar advises clients to remove at-risk populations from their digital and paid social ads.
The update follows other updates by Sportradar to its marketing services, including the provision of audio and digital out-of-home (DOOH) channels.
Speaking during the update, Niki Beier, Senior Vice President of Marketing Services at Sportradar, said: “Our paid social media clients are already seeing great results using static creative ads powered by our real-time data. Now, by incorporating real-time changes in betting odds Combined with Sportradar’s 23 years of historical data, we are maximizing the potential of social media as a performance marketing channel for sportsbook and casino operators by delivering video ads that are more relevant, engaging and perform better.”
Sportradar has also recently extended its partnership with UEFA, which enhances the parties' existing deal for exclusive betting data rights and now includes non-exclusive rights to provide data to non-betting media.
It has also partnered with the ATP to launch Safe Sport, a service designed to help professional tennis players and their online fans deal with hate and abuse.
